Obramat
Obramat is a construction materials store chain in Spain.
They are currently market leaders.
People buy at Obramat because it’s affordable and convenient. But they don’t have an emotional connection to the brand.
The second a competitor becomes more convenient
or cheaper, people will easily switch.
So we studied their target audience to find out more about them.
At the time we made this strategy everyone was talking about going analogue, and they still are.
But, let’s be honest, not being on social media
or constantly checking your emails is not viable for working people.
Perhaps that’s why the sentence “offline is the new luxury” is all over people’s t-shirts, mugs, hats and posters.
Bid by Bid is an auction house in Porto trying
to be appealing to a younger demographic.
The collectibles and antiques that can be found at Bid by Bid are exactly what analogue-lovers are looking for.
And luckily they’re positioned as a brand that democratises luxury auctions. So they make the offline dream accessible.
Brand Positioning
Creative Strategy
The Insight
Obramat’s consumers are the people who literally build our cities with their hands.
Yet they are invisible and undervalued heroes.
We found that there are 9 accidents in construction in Spain every hour.
Most of which are muscular injuries, like those of an athlete.
When you think about it, construction workers work as hard as athletes
but don’t get half the recognition.
But we have a little problem. Most of their auctions actually happen on the internet. They’re an online solution for an offline dream.
We found a way to introduce people
to auctions while at the same time solving this online/offline paradox.
Obramat’s consumers are the people who literally build our cities with their hands.
Yet they are invisible and undervalued heroes.
We found that there are 9 accidents in construction in Spain every hour.
Most of which are muscular injuries, like those of an athlete.
When you think about it, construction workers work as hard as athletes
but don’t get half the recognition.
The Response
Obramat are here to fill an emotional vacuum.
As category leaders they have the authority and perhaps the responsibility of representing their consumers.
So, within athlete metaphor, we positioned them as “the coach”. Someone who believe in them, prepares them, and shares in their victories.
We realized we had to hijack sports marketing, and these are the results.
We realized we need to change from showing up as a transactional service to an experiential one. And this is how we did it.
Obramat are here to fill an emotional vacuum.
As category leaders they have the authority and perhaps the responsibility of representing their consumers.
So, within athlete metaphor, we positioned them as “the coach”. Someone who believe in them, prepares them, and shares in their victories.
We realized we had to hijack sports marketing, and these are the results.
Obramat
At the time we made this strategy everyone was talking about going analogue, and they still are.
But, let’s be honest, not being on social media
or constantly checking your emails is not viable
for working people.
Perhaps that’s why the sentence “offline is the
new luxury” is all over people’s t-shirts, mugs, hats
and posters.
Bid by Bid is an auction house in Porto trying to be appealing to a younger demographic.
The collectibles and antiques that can be found
at Bid by Bid are exactly what analogue-lovers
are looking for.
And luckily they’re positioned as a brand that democratises luxury auctions. So they make
the offline dream accessible.
Brand Positioning
Creative Strategy